{"id":3914,"date":"2019-01-08T11:35:37","date_gmt":"2019-01-08T10:35:37","guid":{"rendered":"https:\/\/server828971.nazwa.pl\/wordpress\/wpn_quarticon2\/uniwersytet-ecommerce\/churn-czyli-cykl-zycia-klienta-w-e-commerce\/"},"modified":"2025-01-16T18:57:50","modified_gmt":"2025-01-16T18:57:50","slug":"churn-zivotni-cyklus-zakaznika-e-commerce","status":"publish","type":"post","link":"https:\/\/blog.quarticon.com\/cz\/churn-zivotni-cyklus-zakaznika-e-commerce\/","title":{"rendered":"Churn \u2013 \u017eivotn\u00ed cyklus z\u00e1kazn\u00edka e-commerce"},"content":{"rendered":"
Budov\u00e1n\u00ed vztahu se z\u00e1kazn\u00edky je slo\u017eit\u00fd proces. Nesm\u00edte zapomenout, \u017ee z\u00e1kazn\u00edci se nerozhoduj\u00ed jen podle ceny a kvality nab\u00edzen\u00e9ho zbo\u017e\u00ed. Ka\u017ed\u00fd kontakt z\u00e1kazn\u00edka se zna\u010dkou formuje ur\u010dit\u00e9 zku\u0161enosti, kter\u00e9 ve fin\u00e1le ovliv\u0148uj\u00ed cel\u00fd n\u00e1kupn\u00ed proces. Jak tento proces m\u016f\u017eete ovlivnit, abyste zabr\u00e1nili migraci z\u00e1kazn\u00edk\u016f?<\/b><\/h5>\n

\u017divotn\u00ed cyklus z\u00e1kazn\u00edka v e-shopu<\/b><\/h4>\n

U\u017eivatel\u00e9, kte\u0159\u00ed nav\u0161t\u00edv\u00ed V\u00e1\u0161 internetov\u00fd obchod, b\u00fdvaj\u00ed v\u00a0r\u016fzn\u00fdch f\u00e1z\u00edch n\u00e1kupn\u00ed cesty. Va\u0161\u00edm \u00fakolem jako majitele e-commerce je v\u017e\u00edt se do role \u201epr\u016fvodce\u201c. Mus\u00edte b\u00fdt se z\u00e1kazn\u00edky b\u011bhem n\u00e1kup\u016f a pom\u00e1hat jim v\u00a0rozhodov\u00e1n\u00ed.<\/span><\/p>\n

Jak to ud\u011blat? Shroma\u017e\u010fujte data z monitorov\u00e1n\u00ed chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f, p\u0159izp\u016fsobte nab\u00eddku jejich individu\u00e1ln\u00edm pot\u0159eb\u00e1m, vyu\u017eijte segmentaci pro zaveden\u00ed \u00fa\u010dinn\u00e9 antichurn strategie v\u00a0ka\u017ed\u00e9 f\u00e1zi \u017eivotn\u00edho cyklu z\u00e1kazn\u00edka.<\/span><\/p>\n

Kter\u00e9 antichurn aktivity se v e-commerce vyplat\u00ed?<\/b><\/h4>\n
Budov\u00e1n\u00ed pov\u011bdom\u00ed <\/b><\/h5>\n

Potenci\u00e1ln\u00ed z\u00e1kazn\u00edci se s\u00a0Va\u0161\u00ed firmou setk\u00e1vaj\u00ed poprv\u00e9. Zalo\u017e\u00ed si \u00fa\u010det v e-shopu, p\u0159ihla\u0161uj\u00ed se k odb\u011bru newsletteru, ale dal\u0161\u00ed krok u\u017e neud\u011blaj\u00ed.<\/span><\/p>\n

V\u00edte, \u017ee pokud je neaktivujete b\u011bhem 7 dn\u016f, kles\u00e1 \u0161ance na to, \u017ee se stanou Va\u0161imi z\u00e1kazn\u00edky prakticky na nulu? <\/span>Vyu\u017eijte potenci\u00e1l remarketingu a uka\u017ete jim personalizovanou nab\u00eddku se slevou na prvn\u00ed n\u00e1kup.<\/span><\/p>\n

Konverze<\/b><\/h5>\n

Pokud p\u0159edchoz\u00ed \u010dinnosti m\u011bly na Va\u0161e potenci\u00e1ln\u00ed z\u00e1kazn\u00edky pozitivn\u00ed vliv, je velmi pravd\u011bpodobn\u00e9, \u017ee ve Va\u0161em obchod\u011b nakoup\u00ed. <\/span>Nezapome\u0148te v\u0161ak, \u017ee spousta z\u00e1kazn\u00edk\u016f se do obchodu nevrac\u00ed. Jak to zm\u011bnit?<\/span><\/p>\n

Vyu\u017eijte potenci\u00e1l cross-sellingu a up-sellingu. Nab\u00eddn\u011bte jim dopl\u0148kov\u00e9 zbo\u017e\u00ed. Vytvo\u0159te v\u00a0jejich mysli pot\u0159ebu, kterou budou cht\u00edt uspokojit.<\/span><\/p>\n

Retence<\/b><\/h5>\n

Dokon\u010den\u00ed n\u00e1kupu nen\u00ed posledn\u00ed f\u00e1zi \u017eivotn\u00edho cyklu z\u00e1kazn\u00edka v e-commerce. Velmi d\u016fle\u017eit\u00e9 je udr\u017eet jeho pozornost.<\/span><\/p>\n

Segmentujte datab\u00e1ze z\u00e1kazn\u00edk\u016f podle m\u011b\u0159\u00edtka RFM<\/strong> (<\/strong><\/span>ang. Recency, Frequency, Monetary<\/i><\/strong>)<\/strong>. Pom\u016f\u017ee V\u00e1m posoudit riziko ztr\u00e1ty z\u00e1kazn\u00edka a zac\u00edl\u00edte reklamn\u00ed sd\u011blen\u00ed tak, aby ve Va\u0161em internetov\u00e9m obchod\u011b znovu nakoupil.<\/span><\/p>\n

Reaktivace<\/b><\/h5>\n

Ur\u010dit\u011b ve sv\u00e9 datab\u00e1zi najdete z\u00e1kazn\u00edky, kte\u0159\u00ed se u V\u00e1s u\u017e dlouho neobjevili. <\/span>Zn\u00e1te v\u0161ak jejich n\u00e1kupn\u00ed historii a m\u00e1te kontaktn\u00ed \u00fadaje. Vyu\u017eijte tyto informace pro reaktivaci. Zam\u011b\u0159te se na n\u011b p\u0159i kontextov\u00fdch kampan\u00edch, nab\u00eddn\u011bte jim dopl\u0148kov\u00e9 zbo\u017e\u00ed.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

\u010cty\u0159i ov\u011b\u0159en\u00e9 zp\u016fsoby na budov\u00e1n\u00ed dlouhodob\u00fdch vztah\u016f se z\u00e1kazn\u00edky a prevence proti migraci z\u00e1kazn\u00edk\u016f<\/p>\n","protected":false},"author":4,"featured_media":16052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/3914","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/comments?post=3914"}],"version-history":[{"count":1,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/3914\/revisions"}],"predecessor-version":[{"id":16056,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/posts\/3914\/revisions\/16056"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media\/16052"}],"wp:attachment":[{"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/media?parent=3914"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/categories?post=3914"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.quarticon.com\/cz\/wp-json\/wp\/v2\/tags?post=3914"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}